Today’s media world is 24/7, and reporters are hungry for breaking trends and stimulating story ideas. Pressure is high for brand communicators to create a steady stream of captivating stories.

A major challenge is that not all news is the breaking kind — and sometimes there’s a drought of fresh information altogether. What’s a brand to do?

Here are the tips to get the coverage you need:

Don’t depend on someone to hand you newsworthy information; find it. Identify trends that have press buzzing, and figure out how your brand can add an interesting perspective to the conversation.

Media coverage is cyclic. Flip through a lifestyle magazine in January and you’ll find some version of a “New Year’s Resolutions”, “Healthy Diet Tips” stories. April’s issue? “Springtime”. You can bank on the consistency of seasonal reporting and devise new hooks to sell existing content that will keep your brand relevant.

Give reporters a complete story idea with multiple points. Even consider referencing a competitor if it’ll strengthen your case (strategically, of course). Journalists don’t have time to take your news and find the missing pieces to make it a trend worth sharing. You have to do the work for them and reap the benefits.